Modified Packaging Design and Customer Preference in a Volatile Business Environment in South-West Nigeria

Abstract

The study examined the effect of a modified packaging design on
customer preference in a volatile business environment in South-West
Nigeria. The specific objectives were to examine the effect of color,
image, and shape on customer preference in a volatile business
environment in South-West Nigeria. This study utilized a survey
research design. Data was gathered from primary sources. The study
population comprised customers of selected bread products across two
states in the South-West of Nigeria: Osun State and Ekiti State. The
convenience sampling technique was used to select 350 respondents
from the area to facilitate data collection, since the selected
respondents were not residing in the same place. The multiple linear
regression statistical tool was used to test the hypothesis through the
Statistical Package for Social Sciences (SPSS) version 20. The findings
showed that color, image, and shape have a significant effect on
customer preference in a volatile business environment in South-West
Nigeria. The study therefore recommended that: Manufacturers of
bread products should package their products with colors that attract
customers' preferences; images on the bread packaging should be able
to convince customers to prefer their product compared to other
competitors’ products; and the shape of the bread product must be
unique to differentiate their product from others to attract customer
preference.